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This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

"Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding." -- Patrick M. Sullivan, CEO, SalesLogix

"I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand." -- Philip J. Romano, CEO, Romano Enterprises

Introduction

ix

The 22 Immutable Laws of Branding

1

(110)

The Law of Expansion

3

(5)

The Law of Contraction

8

(5)

The Law of Publicity

13

(5)

The Law of Advertising

18

(4)

The Law of the Word

22

(7)

The Law of Credentials

29

(5)

The Law of Quality

34

(5)

The Law of the Category

39

(5)

The Law of the Name

44

(5)

The Law of Extensions

49

(7)

The Law of Fellowship

56

(5)

The Law of the Generic

61

(6)

The Law of the Company

67

(6)

The Law of Subbrands

73

(4)

The Law of Siblings

77

(6)

The Law of Shape

83

(3)

The Law of Color

86

(5)

The Law of Borders

91

(6)

The Law of Consistency

97

(4)

The Law of Change

101

(4)

The Law of Mortality

105

(4)

The Law of Singularity

109

(2)

The 11 Immutable Laws of Internet Branding

111

(126)

The Law of Either/Or

113

(13)

The Law of Interactivity

126

(8)

The Law of the Common Name

134

(14)

The Law of the Proper Name

148

(16)

The Law of Singularity

164

(8)

The Law of Internet Advertising

172

(9)

The Law of Globalism

181

(10)

The Law of Time

191

(7)

The Law of Vanity

198

(12)

The Law of Divergence

210

(10)

The Law of Transformation

220

(17)

Index

237

The 22 Immutable Laws of BrandingHow to Build a Product or Service into a World-Class Brand

Chapter One

The Law of Expansion

The power of a brand is inversely proportional to its scope.

Think Chevrolet. What immediately comes to mind?

Having trouble? It's understandable.

Chevrolet is a large, small, cheap, expensive car ... or truck. When you put your brand name on everything, that name loses its power. Chevrolet used to be the best-selling automobile brand in America. No longer. Today Ford is the leader.

Think Ford. Same problem. Ford and Chevrolet, once very powerful brands, are burning out. Slowly heading for the scrap heap.

Ford buyers talk about their Tauruses. Or their Broncos. Or their Explorers. Or their Escorts.

Chevrolet buyers talk about their ... Well, what do Chevy buyers talk about? Except for the Corvette, there are no strong brands in the rest of the Chevrolet car line. Hence, Chevy's brand-image problem.

Chevrolet has ten separate car models. Ford has eight. That's one reason Ford outsells Chevrolet. The power of a brand is inversely proportional to its scope. Why does Chevrolet market all those models? Because it wants to sell more cars. And in the short term, it does. But in the long term, it undermines its brand name in the mind of the consumer.

Short term versus long term. Do you broaden the line in order to increase sales in the short term? Or do you keep a narrow line in order to build the brand in the mind and increase sales in the future?

Do you build the brand today in order to move merchandise tomorrow? Or do you expand the brand today in order to move the goods today and see it decline tomorrow?

The emphasis in most companies is on the short term. Line extension, megabranding, variable pricing, and a host of other sophisticated marketing techniques are being used to milk brands rather than build them. While milking may bring in easy money in the short term, in the long term it wears down the brand until it no longer stands for anything.

What Chevrolet did with automobiles, American Express is doing with credit cards. AmEx used to be the premier, prestige credit card. Membership had its privileges. Then it started to broaden its product line with new cards and services, presumably to increase its market share. AmEx's goal was to become a financial supermarket.

In 1988, for example, American Express had a handful of cards and 27 percent of the market. Then it started to introduce a blizzard of new cards including: Senior, Student, Membership Miles, Optima, Optima Rewards Plus Gold, Delta SkyMiles Optima, Optima True Grace, Optima Golf, Purchasing, and Corporate Executive, to name a few. The goal, according to the CEO, was to issue twelve to fifteen new cards a year.

American Express market share today: 18 percent.

Levi Strauss has done the same with blue jeans. In order to appeal to a wider market, Levi introduced a plethora of different styles and cuts, including baggy, zippered, and wide-leg jeans. At one point, Levi's jeans were available in twenty-seven different cuts. And if you could not find a pair of jeans off the rack to fit, Levi's would even custom cut jeans to your exact measurements. Yet over the past seven years the company's share of the denim jeans market has fallen from 31 to 19 percent.

Excerpted from The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand by Al Ries, Laura Ries All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.